“The mind is like an iceberg, it floats with one-seventh of its bulk above water” (Sigmund Freud, psychologist).
According to Freud’s quotation, the main part of the mind is beneath the water and is called the subconscious. That means people are sometimes in a certain mood, think and act automatically without knowing the reasons. Wants arise from the subconscious mind; and manipulating the customer’s wants is exactly what marketing experts in department stores would like to achieve. So the question is, if there are possibilities to influence the client’s shopping habits in order to maximise the profit.
For a long time, specialists in department stores have only concentrated on the aware visual, gustatory and haptical sense and have neglected the acoustical and especially the olfactory one. The customer could look at the products, could try foods in the supermarkets at cheese or sausage counters and were allowed to touch the goods. A specific smell or a sound used to be considered to be less important in the consumer goods marketing. It is true that 83% of sensations are received by the eyes. However, the more senses are addressed, the more information can be processed (cp. Fösken, 2006, p. 31).
Nowadays, the subliminal manipulation of the costumer gets more and more in the focus of the smart salesmen. Because of a strong competition on the saturated consumer good market, a holistic strategy is needed to distinguish the products from the competitors´. An experience-driven marketing strategy, which activates all five senses, becomes the new trend.
In this term paper, the focus is going to be on the use of scent and music in department stores and shops. I establish the hypothesis that the two stimuli have an unconscious, positive influence on the customer’s mood. Furthermore, a good customer’s mood will have positive influences on his expenditures.
To verify these assumptions, several researches are going to be analysed. Biological and chemical processes in the human body are neglected by reasons of shortage of space in this assignment. Also the technical implementation is not treated.
Part two of the term paper is going to be about the relation between the customer’s mood and his affection to buy products in department stores.
In the first two chapters of part three, scent and music are separately examined concerning their effects on the customer’s affection to buy.
The combination of scent and music is treated in the third chapter of part three.
Part four of this term paper summarises the most important gained information. Moreover, it gives pragmatic recommendations and future perspectives for the consumer goods marketing
Table of Contents
1 Introduction
2 The relation between the customer’s mood and his affection to buy
3 Examination of scent, music, and the two combined factors influencing the customer’s mood and his affection to buy
3.1 The effects of scent on the customer’s mood and on his affection to buy
3.2 The effects of music on the customer’s mood and on his affection to buy
3.3 The combined stimuli of scent and music
4 Summary and future perspectives
Objectives and Topics
This paper examines how sensory marketing strategies, specifically the use of ambient scent and background music, influence customer mood and subsequent purchasing behavior in department stores. It explores the psychological mechanisms behind these stimuli and analyzes how their strategic application can optimize the retail environment to maximize profit and customer satisfaction.
- Psychological influence of scent on emotional states and shopping duration.
- Impact of musical tempo, volume, and genre on consumer perception and sales volume.
- The synergy between congruent scent and music in creating coherent store environments.
- The importance of target group analysis for the effective implementation of sensory stimuli.
Excerpt from the Book
3.1 The effects of scent on the customer’s mood and on his affection to buy
“Nothing is more memorable than a smell. One scent can be unexpected, momentary and fleeting, yet conjure up a childhood summer beside a lake in the mountains” (Diane Ackerman, writer).
Diane Ackermann’s poetic quotation makes clear which effects an odour has on our mind. The olfactory sense is connected with previous experiences. That is the reason why a certain scent calls up an association. Almost ¾ of the human emotions are based on the olfactory sense (cp. Fösken, 2006, p. 31).
The use of scent in marketing bases on this simple principle, which implementation is not always that easy. Perfumed products like body lotions, shampoos and cleansing materials are the normal case that persuade the customer to buy them. Scented sales rooms are a new trend in the consumer goods marketing. We have to distinguish ambient scent from non-ambient scent. According to Mattila and Wirtz (2001, p. 375), ambient scent is present in the department store, but does not originate from any products to be sold. That means a certain added fragrance is used to give the air a good smelling note. Unpleasant smells of products can be covered by pleasant ones so that the store atmosphere is more comfortable. Because of the ability to produce positive emotions, the use of odour is an optimal starting point for an experience-driven marketing design (cp. Knoblich, 2003, pp.1).
Summary of Chapters
1 Introduction: This chapter introduces the role of the subconscious in consumer decision-making and establishes the objective to analyze how scent and music influence shopping behavior.
2 The relation between the customer’s mood and his affection to buy: This section investigates the link between a positive customer mood, impulsive buying, and increased expenditure.
3 Examination of scent, music, and the two combined factors influencing the customer’s mood and his affection to buy: This chapter serves as the analytical core, assessing the individual and combined impact of scent and music on consumer experience.
3.1 The effects of scent on the customer’s mood and on his affection to buy: This section details how ambient scent triggers emotional associations and influences perceptions of time and store environment quality.
3.2 The effects of music on the customer’s mood and on his affection to buy: This section explores how musical factors such as tempo, volume, and harmony affect store traffic flow and emotional states.
3.3 The combined stimuli of scent and music: This chapter analyzes the synergy of scent and music, highlighting the importance of congruency for positive customer reactions.
4 Summary and future perspectives: This final chapter synthesizes the research findings and offers management recommendations for a holistic sensory marketing strategy.
Keywords
Sensory Marketing, Consumer Behavior, Ambient Scent, Background Music, Retail Atmosphere, Customer Mood, Impulse Buying, Olfactory Sense, Marketing Strategy, Corporate Identity, Emotional Response, Consumer Goods, Stimuli, Purchase Intent, Retail Environment
Frequently Asked Questions
What is the primary focus of this research paper?
The paper focuses on the application of sensory stimuli—specifically scent and music—within retail environments to influence customer mood and maximize profit.
What are the central themes of the study?
The central themes include the psychological effects of environmental cues, the link between positive emotional states and spending, and the practical implementation of holistic marketing strategies in department stores.
What is the primary research goal?
The goal is to test the hypothesis that scent and music have an unconscious positive influence on customer mood, which in turn leads to increased expenditures and long-term customer loyalty.
Which scientific methods are employed?
The research is based on an analysis of existing academic studies, psychological experiments, and marketing theories regarding sensory perception and consumer behavior.
What topics are covered in the main section?
The main section covers the individual effects of scent and music, the interaction between these two factors, and the necessity of aligning these stimuli with the specific target group and product range.
How would you characterize this work using keywords?
The work is best characterized by terms such as Sensory Marketing, Consumer Behavior, Retail Atmosphere, and Emotional Branding.
Why is congruency between scent and music important?
Research suggests that when ambient scent and music are congruent in terms of their arousal levels, customers evaluate the store environment more positively and exhibit higher levels of approach and impulse buying.
What role does the target group play in sensory marketing?
The target group is crucial because sensory preferences are individual; therefore, marketing specialists must conduct a thorough analysis to ensure that chosen scents and music resonate with the specific audience and product type to avoid negative effects.
- Quote paper
- Bachelor Nina Obbelode (Author), 2008, The use of scent and music in the consumer goods marketing, Munich, GRIN Verlag, https://www.grin.com/document/91196
